Part II: APEX strives to be more humorous in 2025... and not so $%%^ serious

In part one, Jen Stein, APEX PR’s Executive Vice-President sat down with Megan Poole, Senior Consultant, and Jacob Robinson, Consultant to discuss where we’re going with influencer marketing, what people are really thirsting for in 2025 and beyond and how we use power of integration to hit the mark.

In part II, Jen takes a deeper dive into why paid strategy is so important in achieving our goals and how we can push ourselves out of the box!

Creative meets data-driven measurement  

Creative strategy is critical to drive engagement, but creativity alone isn’t enough. Paid strategy must also back every single campaign to ensure that they’re seen, heard and felt. This ensures that content – and more importantly the most unconventional content profoundly hits its mark and generates the desired measurable impact. 

“If you want to build organic channels, good luck! You’re not going to be able to get beyond a thousand followers without any paid money behind it” says Jen. “We talk a lot about strategy, but very few people know what that actually means - how are we getting the most out of our dollar?” 

There is absolutely a place for traditional media relations, and integration of innovative tools to push ahead of the crowd. If a media advisory over the wire is what you’ve always done, without diversifying your dollar, your brand is missing out on the heights it could otherwise be achieving. You’ve got a budget – make the most of it. We can help!  

Creative inspiration driven by AI 

There is a pressing need to break out of the traditional influencer marketing norms and foster a more agile, insight-driven, and creatively free approach. “I think that people have to be more humourous in 2025 and not be so d^%$ serious,” laughs Jen. “It doesn’t mean that it doesn’t take creative genius to put it together, but it can be a strong starting point for people, and anyone can do it.” 

We have so many great tools like ChatGPT, Google Trends – ideation doesn’t have to take weeks.

Incorporating some of these tools helps us innovate our campaign development, streamlining ideation while maintaining high creative standards. Through smarter AI use and a commitment to originality we see how the impact is set to redefine how brand and influencers collaborate. The future belongs to those willing to push boundaries, experiment boldly, and create content that truly lands and resonates! 

“‘Integrate means we don’t take weeks and weeks in the office to get s@$t done,” concludes Jen. We are always ready to go that extra mile and push boundaries for our brands and our teams.  

About Jen Stein 

Jen Stein is Executive Vice President at APEX Public Relations, integrated marketing maven and hustler at heart. As a highly sought-after senior leader and practitioner, Jen takes ideas, projects and campaigns from good to great, drawing from her extensive experience across several verticals – from tech and retail to digital and corporate. The word “no” is not in her vocabulary.  

Jen will speak at this year’s AI in Communications Conference, sponsored by McMaster University. Subject matter will focus on The AI Edge: Transforming How We Communicate Panel Discussion, AI Trends Shaping the Future of Communications.

Register for the event, taking place on April 7 & 8 in Toronto and online: https://summersdirect.com/conferences/ai-in-communications-conference/#agenda